Since the 2000s, Hong Kong has become inundated with retail centres, such that the territory is now known as ‘Mall City’, a condition now problematised by youth activists in the city. This article is interested in why these youths take issue with this form of urban development. By tracing the emergence of the contemporary consumerist landscape from the colonial era to the present, it is shown that the current manifestation and characteristics of Hong Kong’s brandscapes are the product of unequal power dynamics between the Hong Kong Special Administrative Region (HKSAR) government, estate developers and the Hong Kong citizenry in shaping the city. By bringing youth activist voices to the forefront through the use of ethnographic data, the discussion then examines youth activist accounts detailing the experiential dimensions of living in this consumerist landscape, noting the feelings of alienation and exploitation circulating within the vernacular domains of Hong Kong society. The article concludes by reviewing the different ways these youths have attempted to reconfigure their relationship with this brandscape, and thus challenge the control the HKSAR government and estate developers have over Hong Kong urban space.